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BizReport : Blogs & Content archives : August 10, 2011

What the mobile, video explosions mean for advertisers

US adults are spending more time online, on the mobile web and on Internet connected devices to find content. Whether written or video, the content craze is ratcheting up, giving advertising more chances to engage with in-market, interested consumer groups.

by Kristina Knight

New data from Yahoo finds that time spent on the mobile web has increased 54%. Some indicators are that more than 180 million consumers could be mobile by 2014.

Yahoo's Mobile Modes: How to Connect with Mobile Consumers found:

  • 29% increase watching video via mobile device

  • 54% increase surfing the mobile web

  • 33% of time spent online via mobile is at home

  • Mobile consumers most likely to engage with written news, sports, fashion or entertainment content

  • Ad recall via mobile is best between 6AM and 12PM, consumers engage most with bold, graphic, targeted mobile ads
  • The Yahoo findings are in line with new information from the Interactive Advertising Bureau, which finds that affluent households are increasingly engaged with digital media. While the IAB report deals specifically with online time, correlations can be drawn because affluent household are also more likely to have adopted smartphones, tablets and other connected devices. Their research finds 98% of affluent homes ($100,000+ income range) are online, 79% of the general population are online; affluents are also seen as more engaged with online ads.

  • 55% say they've learned about new products online

  • 32% say they're willing to offer personal information for more targeted online sessions

  • 37% report they want to see ads relevant to their online sessions
  • "Affluent consumers have increasingly come to desire relevant and customized experiences, in part because they are living technology-infused lifestyles," said Bob Shullman, President of Ipsos Mendelsohn, which conducted the study. "Virtually all the affluent are online. Their ownership of tablets and e-readers has increased by 50 percent over the past six months, and shows every indication of continued growth. They have come to expect the benefits of digital media, even if it doesn't alleviate all work-life pressures."

    As for video, research from the Leichtman Research Group finds nearly one-third (30%) of US homes have 'at least one' Internet connected television device; 23% of households have a gaming console which connects to the Internet. And Frank Magid Associates finds that 10% of US adults watch 'at least one' video via a net-connected device weekly. While most consumers do watch video through PCs and laptops (89%) the growing number of connected devices is another indicator that the computer isn't the only way to connect with consumers online.

    Tags: content consumption, IAB, Leichtman Research Group, mobile content, mobile marketing, mobile trends, online video, video trends, Yahoo

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